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In Print The Essentials

Use the Holidays to Re-Engage Members


2017 is quickly coming to a close, and if you’re like most clubs you are knee deep in budgets, planning and trying to prepare for the New Year’s rush. The problem is this is also the time of year when people stop using our clubs. How do we keep them using their memberships and gear up for those fitness resolutions?

First, we get our teams out of their offices. Ensure they are not overwhelmed with getting everything ready. Help them remain engaged and focused. If our teams are happy and having fun, they will get out there and make sure the members are engaged.

Second, we need to make sure members keep using the club. Why not create a fun usage program that gives members a reason to be in the gym? Teach them how to fit exercise into their schedule, and create programs or services that help make their lives easier.

The key is we need to have the resources available to them. Stay on top of members and ask them when they will be back. Doing so increases the likelihood they will. Why? Because they told you they were, and now they feel obligated. Make those relationships and care.

Lastly, we remind them how much they mean to us. Hold a holiday party for your members, create social events where they can de-stress, unwind, make new friends and have fun. Basically show you value them. Over the holidays we spend more time with our families and friends, sharing our time and our love. Do the same with your members. Love them and watch what happens to the relationship.

This is also the perfect time to hype all of your new capital upgrades, programs, services and the overall value customers get from being a member. Maybe give them a gift of a free training session or program to get refreshed for the New Year. Make a difference this holiday and show the gratitude you have for members choosing you as their club.

Valued employees equal valued members equal loyal members. Enjoy the holidays.


Mark Miller is the vice president of Merritt Clubs. Email him at mmiller@merrittclubs.com.

Mark Miller

Mark Miller is the vice president of Merritt Athletic Clubs. For questions on retention, he can be reached at mmiller@merrittclubs.com.

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